What does your brand sound like? If you have no clue, you are missing an important part of an overall sensory branding effort. One firm that knows what its signature sounds are is Audi, which has gone to considerable effort to establish a sound style guide intended to function much like a visual style guide in maintaining consistent branding across media, campaigns, and locations. First, let’s watch an Audi commercial that embodies several of their signature sounds. See if you can pick them out: […]

Marketing campaigns often focus primarily on the sense of vision, whether they are purely visual elements like print ads and billboards, or even when they have associated sound, like television commercials or retail environments. I’ve written about olfactory marketing – appealing to the sense of smell – but what about sound? How can marketers go beyond using audio to communicate benefits (or, even worse, speed read through the legalese of a disclaimer) and incorporate a powerful branding or other marketing message? […]